I read somewhere that the two biggest challenges people face in life are lack of commitment and lack of consistency. Tony Robbins said, “In essence, if we want to direct our lives, we must take control of our consistent actions. It’s not what we do once in a while that shapes our lives, but what we do consistently.” The clearest path to success is through consistent commitment to the strategies you’ve laid out for yourself.
The same is true for your business.
What Is Brand Consistency
It’s been said that the average American sees or hears over 4,000 ads per day. That’s a lot of noise. Understandably, the first few times someone sees your message it likely won’t even register. The Rule of Seven states that, “a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you.” Despite pretty vanity metrics, marketing is much more than a numbers game. It’s not about getting in front of as many people as possible, it’s about getting in front of the right people over and over and over again. However, if you’re not presenting a consistent brand experience they won’t even remember you.
Brand consistency is the delivery of brand messaging in line with the brand identity, values, and strategy over time.
Creating a Brand Experience
When we talk about branding, we tend to spend a lot of time talking about design. Rightfully so, consistent, well thought out visuals are important but you don’t create brand loyalty through pretty design. You create loyalty by communicating a consistent brand experience online and offline. Your audience doesn’t want to hear how your product can help them. They want to know that you really understand the problem.
Your job is to make sure your brand can tap into the feeling of your audience’s pain before you sell them on the solution.
You have to consistently communicate a brand experience that resonates with your audience at every point of the journey. Spend time researching your customer and their pain points, then create a strategy centered around the emotion you want them to feel after they’ve engaged with your brand. A consistent brand experience is the key to brand recognition, loyalty and success.